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オーバーザトップ(OTT)動画サービスのライフサイクル:サービス革新

The Lifecycle of OTT Video Services - Service Evolution

 

出版社 出版年月電子版価格 ページ数
Parks Associates
パークスアソシエイツ社
2019年11月US$3,500
電子ファイル
82

サマリー

米国調査会社パークスアソシエイツ社(Parks Associates)の調査レポート「オーバーザトップ(OTT)動画サービスのライフサイクル:サービス革新」は、オーバーザトップ(OTT)動画サービス産業の市場のライフサイクルの初期コンセプトから加入者獲得に至る段階について査定している。OTTサービスのライフサイクルの段階、市場化戦略、OTTサービスの革新などの主要なテーマについて記載している。OTTサービスが成功を目指して新たな段階を生み出すための戦略のロードマップや検討事項について記載している。主要企業やサービスの事例を挙げ、OTT動画サービスの革新のケーススタディについて詳述している。

This report examines the stages of an OTT service’s lifecycle from the initial concept to subscriber adoption. Key themes include the phases of the OTT service lifecycle, go-to-market strategies, and the evolution of OTT services. It provides a roadmap of strategies and lists considerations that OTT services need to make at different stages in order to be successful. The report includes examples of key players and services in the market today and provides a detailed case study of the evolution of OTT video service Revry, through startup, design, launch, and growth.



目次

Executive Summary

Overall OTT Service Subscriptions (2014 - 2019)

Methods Used to Subscribe to Subscription OTT (Q1/19)

Methods Used to Subscribe to Subscription OTT Among OTT, Pay-TV Subscribers (Q1/19)

Pay-TV Vs. OTT Service Subscription (2018 - 2019)

Market lifecycles commonly have four stages

Both markets and companies go through lifecycles

Key Findings: OTT Video Service Competition

Key Findings: Jumping The Gap

The Lifecycle of OTT Services – Service Evolution: Service Design

An OTT video service’s lifecycle begins with the core elements necessary for its initial design

Capital / Funding

Content

Factors Influencing OTT Service Subscriptions (Q1/19)

Platform

Platform: End-to-End Solutions

Platform: End-to-End Providers

Platform: Smart TV

Platform: Streaming Media Player (SMP)

Platform: Mobile Devices and Browsers

Platform: Game Console

Business Model

Use of Video Services (Q1/19)

Number of OTT Service Subscriptions (2014 - 2019)

The Lifecycle of OTT Services – Service Evolution: Introduction

Segment Targeting

Initial Marketing

Product Iteration / Beta

The Lifecycle of OTT Services – Service Evolution: The OTT Gap

Following the introduction phase, several obstacles can impede growth

Quarterly Subscriber Growth of US vMVPD Services

Adequate Awareness / Attracting Target Users

Compelling Content / Differentiation

Differentiation

Quality User Experience

Indexed Rating of Video Services by Provider (Q1/19)

Adequate Revenue, ROI, or Capital

The Lifecycle of OTT Services – Service Evolution: Growth

Aggressive Promotion

Greater Content Investment

Global Expansion

Feature Enhancement

The Lifecycle of OTT Services – Service Evolution: Maturity

As growth slows, OTT services approach maturity

Partnerships

Strategic partnerships provide added exposure and/or incremental value

Acquisition

Scale

Diversification

Retention Strategies

Innovation

The Lifecycle of OTT Services – Service Evolution: Decline

Services that have exhausted their market potential face a decline in revenues and subscribers

Quarterly Subscriber Growth of US vMVPD Services

Case Study – Revry

Brand Background

Lessons Learned: Design Phase

Lessons Learned: Introduction Phase

Lessons Learned: OTT Gap / Growth

Implications / Recommendations

 

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